Increasing sales funnel by improving Usability
Smithsonian Institute Traveling Exhibition Services or SITES is a service by the Smithsonian Museum that curates and offers Smithsonian-quality exhibits to museums and communities around the US. The website functions as a primary source of information for hosting venues across the country.
Role: UX Researcher.
Project Duration: 10 weeks
Research Methodology: Moderated User Testing
Research Process
User Persona for UXR
Tasks for Unmoderated User Testing
The strategic recommendations made were basis analysed data of 10 unmoderated user tests, each conducted for 30 mins. This data was further collated with the results of competitive analysis to make the final recommendations
Problems
The User tests revealed 3 major problems that were prioritised basis their increasing RIC (Reach, Impact, Confidence) scores and the number of users facing this problem.
Recommendations
Remove the Login Flow : RIC-9
100% of the users felt that the login flow was restrictive and prevented information disclosure. Removal of login flow would reduce drop-offs and improve conversion.
Enhance the filters : RIC-9
70% of the users felt that the login flow was restrictive and prevented information disclosure. Removal of login flow would reduce drop-offs and improve conversion.
Removing misleading CTA’s : RIC-8
60% of the users felt that some of the CTA’s were misleading or something they wouldn’t interact with. Removing or improving these CTA’s could help improve engagement and retention.
Problems
Improve Content Hierarchy : RIC-6
100% of the users felt that finding information was challenging and complicated. Creating an information hierarchy would help improve engagement and reduce drop-offs.